TORONTO—The inspiration behind Taxi’s new McCain Foods campaign comes from the real, good ingredients it is now using in its packaged foods, says Taxi art director Maria Lishman. “They came to us when they decided to remove all the bad things from their food, which is a huge thing for them from a research point of view.“ The campaign involves print and television spots.


Helvetica Rounded was chosen because it is the same as the one used in McCain Foods campaigns across the pond, says Lishman. “In terms of design we wanted all the photography to look real, not overly styled,” she says. “We wanted to keep everything very clean and simple.”

The colour inspiration came from hues that appear in nature. “Sky blue, warm sunny yellow, orange and red,” says Lishman. “All simple, clean colours but still fresh.” Contact: Taxi.ca